MyTheresa in London link for shoppable AW17 Valentino video

Luxury fashion e-tailer MyTheresa is exclusively pre-launching a selection of the Valentino autumn/winter 2017 runway collection this week, a week before the collection’s official debut. And it’s promoting the launch with a dedicated shoppable music video shot in London.

MyTheresa/ValentinoThe video features the song Species by Eliot Sumner and follows different protagonists, dressed in the collection, out in the streets of London, “creating an urban feel as they interact with the city.”

The retailer said that diversity is the most important topic of the song, but also reflects the various characters in the video.

The project was directed by Joanna Nordahl, a Swedish film director based in both Stockholm and London who has earned an international reputation for her videos, short films, documentaries and commercials, as well as contemporary performance pieces.

She was Grammy-nominated for Music Video of the Year in 2016 and was awarded the grand prize for writing and directing the short film Nothing but a Heartbeat.

MyTheresa/Valentino

The link with Eliot Sumner is an interesting one as the musician, daughter of Sting and Trudie Styler, is one of few ‘celebrity children’ who have managed to transcend that label. She signed a multi-record deal at the age of 17 a decade ago but later spend three years working under an assumed name as a DJ in European dance clubs. Species was on the album Information that was released last year.

The creative concept was explored by REM Ruini e Mariotti studios, which won two Gold 2015 World Luxury award trophies in the fashion & style print categories for the Valentino Woman SS15 campaign.